R M B www.irmbrjournal.com September 2017 R International Review of Management and Business Research Vol. 6 Issue.3 I The Use of Relevance Theory in Celebrity Advertisements KAIWEI YAN School of Foreign Languages China West Normal University Nanchong, China Email:
[email protected] Abstract Celebrity advertisements can bring great benefits to the advertisers if properly handled. Otherwise they will not necessarily generate celebrity effects. We should conform to Relevance Theory when deciding whether we should choose celebrities, which celebrity to choose and how to design the lines of advertisements, etc. Also we should handle properly the relevance of celebrities and their popularity among target consumers, of celebrities and advertisement themes and of celebrities and products. Key Words: Celebrity Advertisements, Relevance Theory, Consumers, Advertisers. Introduction What are celebrity advertisements? The answer is obvious. Famous people recommend certain products or testify the merits of them. It is a kind of voucher advertisements. Since Pan Hong and Li Moran (famous actress and actor of China respectively) made the first celebrity advertisement in the late 1980s, more and more celebrities followed suit. Nowadays, it has become quite common to see these kinds of advertisements on TV or on buses or on street posters. To give one example, Li Yuchun, the winner of the popular TV program “Super Girls” sponsored by Hunan TV station (a provincial TV station of China), appeared immediately on TV and other possible advertisements, advertising for Shenzhou Computer (a computer brand of China) right after she became famous. However, do celebrity advertisements really sound so magical as we have imagined? According to a survey of over 800 residents living in Beijing, Shanghai and Guangzhou carried out by Chinese Economy Prosperity Inspection Center, 50.2% of them think celebrity advertisements will draw their attention, 10.5% of them think celebrity advertisements will spur them to purchase while 38.3% of them think they have nothing to do with them at all.